Minority influence

Up until now, this section has investigated studies that concentrate on the influence of the majority and our propensity to comply with those in positions of authority. Nevertheless, social influence can also arise from a minority group that manages to shift the attitudes, beliefs, and behaviours of a larger group; this phenomenon is known as minority influence. Psychologists have discovered various factors that can augment the effectiveness of a minority, such as consistency, commitment, and flexibility.

CONSISTENCY: To increase the effectiveness of minority influence, psychologists have identified several factors, one of which is consistency. When the members of the minority group maintain a consistent belief over time, they are more likely to influence the majority group by drawing attention to their position. Moscovici (1969) conducted a notable experiment exploring the concept of minority influence.

COMMITMENT: In some cases, minorities resort to extremely risky behaviour to draw attention to their cause. From a psychological perspective, it is crucial that these behaviours put the minority group in jeopardy to show their dedication (commitment) to their beliefs. This is known as the augmentation principle, as the majority group is more likely to take notice and give greater importance to the minority's actions, as a result of their personal sacrifice. Throughout history, there have been numerous instances where individuals who remained consistent in their views have challenged the established norms of society. Such individuals have been criminalized for their opinions. Martin Luther King and Nelson Mandela are two figures who led civil rights movements and persisted in their opposition to apartheid for many years, contributing significantly to bringing about social change. Their experiences demonstrate that a consistent minority can indeed bring about social change.

FLEXIBILITY: Minority influence is more likely to occur when the minority is willing to compromise, which means they cannot be viewed as dogmatic and unreasonable. This is referred to as flexibility, where the minority is willing to adjust their views to some extent to align with the majority's perspectives.